Question

1. _____ occurs when product performance falls short of consumers' expectations and seems inferior to rejected alternatives.

Select one:

a. Expectancy confirmation

b. Satisfaction

c. Cognitive dissonance

d. Post-purchase paradox

e. Post-consumption evaluation

2. ___ occurs when the product performs as good as consumers expected.

Select one:

a. Satisfaction

b. Cognitive dissonance

c. Dissatisfaction

d. Post-purchase regret

e. Post-consumption evaluation

3. ____ is a brand that possess functionally equivalent attributes, making one brand a satisfactory substitute for most others.

Select one:

a. compensatory product

b. ideal brand

c. None of the above is correct.

d. determinant brand

e. parity product

4. Consider the graph. Consider the “calories” cluster. Which brand lies closest to the cluster frontier?  

Select one:

a. All of the above are correct.

b. Edy’s

c. Haagen-Dazs

d. Skinny Cow

e. Carnival

5. Consumers often interpret larger _____ as an indication of greater external uncertainty, but often interpret larger _____ as an indication of less external uncertainty.  Select one:

a. cluster variance; brand variance

b. cluster size; cluster variance

c. cluster variance; cluster size

d. cluster size; cluster frontier

e. cluster frontier; brand variance

Answer 1

1. Cognitive dissonance occurs when product performance falls short of consumers' expectations and seems inferior to rejected alternatives.

Option c.

2. Satisfaction occurs when the product performs as good as consumers expected.

Option a.

3. parity product is a brand that possess functionally equivalent attributes, making one brand a satisfactory substitute for most others.

Option e.

4. Consider the graph. Consider the “calories” cluster. Which brand lies closest to the cluster frontier?

Graph missing

5. Consumers often interpret larger cluster variance as an indication of greater external uncertainty, but often interpret larger cluster size as an indication of less external uncertainty.

Option c. cluster variance; cluster size